According to the new communication platform of Milka (Dare to be Tender), we organized a consumer activation campaign during June 2011. We built an almost 20 m long TENDERNESS sign next to the popular Akvárium Klub in Budapest.
With an app on Milka’s Facebook page people could make tender pledges to their friends. In return Milka filled up the letters of the ‘TENDERNESS’ sign with Milka dummy chocolates. The installation became a favorite meeting point.
Milka cared for the consumers following the end of the activation as well: the dummies were exchanged into real chocolates and distributed in the two cities with the highest number of tender pledges.
During the activation consumers made over 12 000 pledges and Milka’s Facebook group gained 25 000 new members. The most important thing, however, was that we could bring back tenderness to people’s everyday lives with this sweet and successful campaign.